Marketing for Managers
Textbook Exam Questions
Course Introduction
Marketing for Managers provides an in-depth exploration of key marketing concepts and strategies essential for effective decision-making in managerial roles. The course covers market analysis, consumer behavior, segmentation, targeting, positioning, and the development of marketing mixes. Special emphasis is placed on the integration of digital trends, branding, pricing, distribution, and promotion strategies within a global business context. Through case studies and real-world applications, students will learn how to assess marketing opportunities, formulate strategic plans, and drive organizational success by aligning marketing objectives with overall business goals.
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Marketing 3rd Edition by Grewal
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Page 2
Chapter 1: Overview of Marketing
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Q1) Marketers might wish to sell their products to everyone,but it is not practical to do so.
A)True
B)False
Answer: True
Q2) BestBulk clothing store is striving to become a more value-driven organization.Its managers should ensure that the staff shares information about:
A)customers
B)competitors
C)complaints
D)inventories
E)all of these
Answer: E
Q3) Imagine you graduate with a marketing degree and are hired into the marketing department of a large consumer products company.You are initially given a two-week training program,an overview of what the marketing department does.What will your training program cover?
Answer: Students' responses will vary but should include a discussion of the core aspects of marketing.
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Chapter 2: Developing Marketing Strategies and a Marketing Plan
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Q1) Kathy reviews her division's quarterly results and sees that some units exceeded goals while others did not.Next,she will attempt to determine why performance of the different units varied,and whether the variation:
A)created a net benefit or loss.
B)should be reported to senior executives or not.
C)was consistent with the company's mission statement.
D)offers opportunities for diversification.
E)was due to factors within or outside the firm's control.
Answer: E
Q2) Which of the following is NOT one of the four overarching strategies to create and deliver value and to develop sustainable competitive advantage?
A)Locational excellence
B)Customer excellence
C)Operational excellence
D)Product excellence
E)Planning excellence
Answer: E
Q3) What is the goal of product,operational,locational,and customer excellence?
Answer: Creating and developing customer value.
Page 4
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Chapter 3: Marketing Ethics
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Sample Questions
Q1) Each individual's ethical standards are a product of culture and upbringing.
A)True
B)False
Answer: True
Q2) Lorraine has just read the AMA's Code of Ethics.She is planning a meeting to discuss the Citizenship values with her salespeople.What will Lorraine likely discuss?
Answer: Citizenship involves efforts "to fulfill the economic,legal,philanthropic and societal responsibilities that serve stakeholders in a strategic manner." She will discuss her firm's environmental responsibilities,giving back to their community,contributions to improve ethical standards of marketing,and look at citizenship issues associated with supply chain members.
Q3) A roofing company agreed to complete a job in one week and collected a 50% deposit,but never showed up to do the job.The same roofing company then donated $6,000 to a local children's hospital.The roofing company could be considered socially responsible.
A)True
B)False
Answer: True
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Chapter 4: Analyzing the Marketing Environment
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Sample Questions
Q1) Ryan knows that one of the goals of value-based marketing is to provide greater value to consumers than competitors offer.To accomplish this goal,Ryan's firm must look at everything it does:
A)in order to value each person in the organization.
B)for each generational cohort.
C)to avoid cultural clashes.
D)from a customer's point of view.
E)to sensitize organization members to ethical values.
Q2) When marketers look at advertising media they often begin with viewer or listener profiles such as,age,income,gender,and race.They then compare the media profile with their target audience.These marketers are using _____________ to see if the media "fits" with their advertising agenda.
A)country culture
B)regional culture
C)demographics
D)macromarketing measures
E)scenario planning
Q3) Tweens rarely use any type of technology.
A)True
B)False
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Chapter 5: Consumer Behavior
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Q1) Natalia and her fiancée Dow are planning their wedding.She knows her mother wants her to have a traditional church wedding with a Roman Catholic priest officiating.Natalia would like to have an informal ceremony on the beach,since that type of wedding has become popular with her friends.Furthermore,Dow is from Thailand and would like to have a monk officiate.Natalia and Dow's wedding decisions are influenced by:
A)impulse,habitual,and limited problem solving process.
B)functional and psychological profit.
C)universal,retrieval,and evoked sets.
D)cognitive,affective,and behavioral environment.
E)family,reference groups,and culture.
Q2) There is an old saying,"Never go to the grocery store hungry." This saying suggests that a consumer's _________________ state may adversely affect purchasing decisions.
A)shopping
B)social
C)theoretical
D)external
E)temporal
Q3) Why are attitudes important in consumer decision making?
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Page 7
Chapter 6: Business-To-Business Marketing
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Q1) When Val sees the RFP issued by one of his customers,he is concerned that they have changed their specifications since they placed a previous order with him.His company's products do not meet the new specifications.In this situation,being the current vendor:
A)will necessitate renegotiating price and delivery terms.
B)allows for a straight rebuy.
C)offsets a consensus buying center culture.
D)will probably not be an advantage in getting the new order.
E)will allow Val to get the order even though his products do not meet the specifications.
Q2) The _____________ situation usually involves more members of a buying center and involves more time to complete than the other buying situations.
A)modified rebuy
B)new buy
C)adapted buy
D)straight rebuy
E)generic buy
Q3) Identify and give an example of each of the four B2B markets.
Q4) Would you rather be engaged in B2B or B2C marketing? Support your choice.
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8
Chapter 7: Global Marketing
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Sample Questions
Q1) Geert Hofstede's cultural dimensions concept focuses on five dimensions of __________________ in a country.
A)symbols
B)underlying values
C)ceremonies
D)dress
E)visible artifacts
Q2) What changes have been the major driving forces in the growth of global markets?
Q3) Key industries in the knowledge economy - medical services,financial advice,technical support and consulting - take advantage of offshoring.The majority of this work goes to:
A)India
B)China
C)the Philippines
D)Europe
E)Mexico
Q4) Once a company has decided to pursue a global market,it will explore the four Ps.List the potential global product strategies a firm can employ.
Q5) How could a marketer adapt a product to appeal to international markets?
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Chapter 8: Segmentation, Targeting, and Positioning
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Sample Questions
Q1) In order to develop psychographic segments,the marketer must understand consumers':
A)age,income,and education.
B)gender,race,and religion.
C)disposable personal income,benefit perceptions,and alternative egos.
D)self-values,self-concept,and lifestyles.
E)all of these.
Q2) Assume you are the marketing consultant for your university.Your university wants to focus their marketing effort on retention of current students.You have a choice of segmenting the undergraduate student market on either a geographic or psychographic basis.What is the difference between the two? Which would you recommend,and why?
Q3) Within a perceptual map,a(n)_________________ represents where a particular market segment's desired product would lie.
A)point of parity
B)strategic target
C)PRIZM cluster
D)ideal point
E)benefit centroid
Q4) Create an example of geodemographic segmentation.
Page 10
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Chapter 9: Marketing Research
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Q1) When a supermarket collects information about individual customers based on information gathered through the use of its loyalty card,and then analyzes the data to look for patterns in purchases,this is known as:
A)data mining.
B)data recovery.
C)data entry.
D)data analysis.
E)data modeling.
Q2) What are some of the problems with using secondary data?
Q3) One of the benefits of marketing research is it reduces the uncertainty under which managers make decisions.
A)True
B)False
Q4) The major advantage of primary data collection is that:
A)it can be easily accessed through syndicated databases.
B)it can be tailored to meet the specific research needs.
C)it takes less time to collect than secondary data.
D)it is general enough to meet many different researchers' needs.
E)all of these are advantages of primary research data.
Q5) How can a small business do market research on a shoestring budget?
Page 11
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Chapter 10: Product, Branding, and Packaging Decisions
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Sample Questions
Q1) A company's product line consists of its various product mixes.
A)True
B)False
Q2) One of the major tools used by marketers to meet the needs of loyal customers is:
A)SKU.
B)PDQ.
C)IMF.
D)CRM.
E)GATT.
Q3) When personal computers were new,people spent considerable time and energy learning about and investigating choices and options.Now,many consumers replace old computers with little research or investigation.In terms of types of products (specialty,shopping,convenience goods),how have personal computers changed?
Q4) A customized carved cedar wood sign for your house is an example of a convenience product.
A)True
B)False
Q5) Strong brands can reduce marketing costs.How do they accomplish that?
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Chapter 11: Developing New Products
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Sample Questions
Q1) If a few of Nintendo's customers are asked to try out a new video game which has not yet been released on the market,this is an example of:
A)beta testing.
B)market testing.
C)premarket tests.
D)test marketing.
E)concept testing.
Q2) Technology can provide innovative solutions to consumer products,but they often mean increased costs.For example,airlines could use radio frequency identification (RFID)to track luggage,which would lead to fewer lost luggage problems and more satisfied customers.The airlines that adopt this kind of innovation could:
A)gain a sustainable competitive advantage.
B)force other airlines to increase their fares while reducing their own.
C)avoid other attempts at modernizing their fleets.
D)become preferred airlines under the International Air Transport Association.
E)None of these.
Q3) Why is it important for marketers to understand the product life cycle?
Q4) Why do many biotechnology firms license their new products?
Q5) Why do marketers take the time and cost associated with test marketing?
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Chapter 12: Services: The Intangible Product
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Q1) __________________ refers to the perceived fairness of the process with which a firm handles customer complaints.
A)Procedural fairness
B)Intangible fairness
C)Distributive fairness
D)Service fairness
E)Empowerment fairness
Q2) Marketers can take advantage of the variable nature of services by:
A)merging services with products.
B)customizing services to meet customers' needs.
C)offering to expedite intangibles.
D)expanding the standards gap.
E)strict standardization.
Q3) When there is a significant difference between the service customers receive and the service the firm promotes,the firm has a:
A)knowledge gap.
B)standards gap.
C)social expectations gap.
D)delivery gap.
E)communications gap.
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Chapter 13: Pricing Concepts for Establishing Value
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Q1) If a 1 percent decrease in price results in more than a 1 percent increase in quantity demand,demand is:
A)cross-price elastic.
B)price inelastic.
C)price elastic.
D)status quo elasticity.
E)derived demand inelastic.
Q2) The food and beverage manager at an upscale country club once offered a two-for-one happy hour price for all alcoholic beverages,only to see a very little response to the special.For these consumers,demand for alcoholic beverages is:
A)cross-price elastic.
B)derived demand elastic.
C)price elastic.
D)price inelastic.
E)status quo elastic.
Q3) Rarely is the lowest-price product offering the dominant brand in a given market.
A)True
B)False
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Chapter 14: Strategic Pricing Methods
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Sample Questions
Q1) Compared to other pricing methods,_______________ pricing is relatively simple.
A)improvement value
B)value-based
C)cost of ownership
D)reference-based
E)cost-based
Q2) A video gaming system is being sold.The package includes one game console,two gaming accessories and one video game for $200,which is $60 less than what it would cost to purchase the items separately.This type of pricing is known as:
A)price skimming.
B)loss leader pricing.
C)price bundling.
D)odd pricing.
E)quantity discount.
Q3) Everyday low pricing (EDLP)provides value to consumers by:
A)continually offering items on sale.
B)minimizing the number of options a consumer can evaluate.
C)noncumulative quantity discounts.
D)reducing their search costs.
E)price discrimination.
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Chapter 15: Value Delivery: Designing the Channel and Supply Chain
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Sample Questions
Q1) The apparent chaos of a company's distribution center is managed by a(n): A)marketer.
B)dispatcher.
C)supply chain vendor.
D)electronic systems software system.
E)lead delivery specialist.
Q2) For a supply chain to operate efficiently,the participating members must cooperate.
A)True
B)False
Q3) You see an advertisement for an internship with Best Buy to work with their regional dispatcher.The advertisement describes the types of activities associated with the working in dispatching.What sorts of activities would you expect the ad to list?
Q4) Supply chain management systems include:
A)suppliers.
B)manufacturers.
C)warehouses.
D)stores.
E)all of these.
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Chapter 16: Retailing and Multichannel Marketing
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Q1) Retailers use _________________ to create an atmosphere that will offer a more pleasant shopping experience.
A)music
B)lighting
C)scents
D)color
E)all of these
Q2) When Creative Pen Company designed a new pen that was particularly comfortable to use,it wanted to,literally,get the pen in the hands of as many consumers as possible.Creative Pen will probably choose ______________ distribution for its new product.
A)intensive
B)exclusive
C)selective
D)collective
E)variable
Q3) Name three kinds of food retailers and five kind of general merchandise retailers.
Q4) What are the three tiers of department stores,and what determines what tier the store is in?
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Chapter 17: Integrated Marketing Communications
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Q1) Ramon is starting his own plumbing supply store featuring designer and restoration hardware.As in any start-up,he will have to watch expenditures carefully.He knows he will have to pursue a number of different communications approaches,but he is not sure how to measure the effectiveness of the effort.What advice would you give him?
A)The lagged effect means it will be difficult to measure precisely the effect of any single initiative.
B)Marketing communication is cumulative; it will take a number of impressions for the message to connect with the customer.
C)Each step in the process can be measured.
D)If he decides to cut out some expenditures,it will take a while for that effect to show up.
E)All of these are important for Ramon to consider.
Q2) Gross Rating Points (GRP)measure how often the audience is exposed to a communication within a specified period of time.
A)True
B)False
Q3) What is the other name for the AIDA model?
Q4) How is advertising different from publicity?
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Chapter 18: Advertising,public Relations,and Sales Promotions
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Sample Questions
Q1) ___________________ are special incentives or excitement-building programs that encourage consumers to purchase a particular product.
A)Spiffs
B)Puffery rewards
C)Top-of-mind advertisements
D)Sales promotions
E)Supply chain coupons
Q2) Which of the following is the best example of a reminder advertising message?
A)"Buy now,pay later."
B)"Doing business in Peoria since 1848."
C)"Better than the rest."
D)"Now available.The latest fall fashions."
E)"Serving the public since last Tuesday."
Q3) (p.562; Chapter case study)You may have been part of a viral marketing campaign to spread awareness of a product,service or company.What is viral marketing,and why is it effective?
Q4) You are assigned the task of developing an advertising plan for the marketing program at your university.What will you include in your plan?
Q5) Why do many people think advertising and marketing are synonymous?
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Chapter 19: Personal Selling and Sales Management
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Sample Questions
Q1) Personal selling can take place in all of the following situations EXCEPT:
A)face-to-face.
B)over the Internet.
C)by telephone.
D)through the newspaper.
E)video teleconferencing.
Q2) For salespeople who practice ___________________,an unsuccessful close one day may lay the groundwork for a successful close during the next meeting.
A)role playing
B)sales support promotion
C)relationship selling
D)delayed preapproach
E)transaction selling
Q3) Aaron is an attorney.He uses his knowledge of sales and selling principles to:
A)sell potential clients on his ability to meet their needs.
B)articulate his arguments to judges and juries.
C)handle rebuttals and objections.
D)sell himself inside his company.
E)all of these
Q4) What is relationship selling?
21
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